UEFA announced an agreement with the Heineken Company that will see the Amstel brand become an Official Partner of the UEFA Europa League for the 2015-18 period.
043 – UEFA Champions League sponsor Heineken expands partnership with UEFA
UEFA today announced an agreement with the Heineken Company that will see the Amstel brand become an Official Partner of the UEFA Europa League for the 2015–18 period. The sponsorship is an extension to the existing partnership between UEFA and Heineken for the UEFA Champions League, meaning that the Heineken company brand portfolio will be present across both major European club competitions.
This extension of the agreement between UEFA and the Heineken Company commences in the 2015/16 season, and runs through to the 2018 UEFA Europa League final. Since 1994, the Heineken Company has been a sponsor of Europe's most prestigious club competitions. From 1994 until 2005, the UEFA Champions League rights were exercised under the Amstel brand, and from 2005 under the Heineken brand. From the start of 2015/16, the Amstel brand will once again be visible around professional club football pitches throughout Europe and around the world via UEFA's global television platform, as Official Partner of the UEFA Europa League.
Commenting on the announcement, Guy-Laurent Epstein, marketing director of UEFA Events SA said:
"We are delighted to be welcoming Amstel once again into the European professional club football landscape. Amstel is a brand with a historical heritage in European professional football, and is therefore a welcome and notable addition to the UEFA Europa League commercial platform. Having Amstel on board successfully completes the commercial partner family for the UEFA Europa League in the 2015–18 period, and we now look forward to beginning to work with Amstel and the rest of the sponsor partner portfolio towards a successful next three years."
Walter Drenth, Senior Global Director International Brands at Heineken, commented:
"Amstel's previous 11-year partnership with UEFA played a significant role in the brand becoming a truly international player in the global beer market. Amstel has a proud heritage in supporting football at different levels and we are delighted that the brand is back and involved with elite European club football. With the evident synergies between the UEFA Europa League and the international Amstel brand, we look forward to another fruitful partnership for years to come."
Amstel joins the UEFA Europa League partner family for the 2015–18 commercial cycle, alongside FedEx, as the main sponsor, Hankook, UniCredit and Enterprise as official partners, and adidas as the official supplier partner of the competition.
Note to editors: UEFA Events is a wholly owned subsidiary of UEFA, created to manage and handle the European football governing body's commercial and event operations. TEAM Marketing AG is the exclusive marketing agency of UEFA for the UEFA Champions League, UEFA Europa League and UEFA Super Cup.